The crowd gathered around three bourbon distillers inside the Forecastle Festival Bourbon Lodge on Friday night was not large. The evening’s headlining act, Outkast, was on stage and drawing most of the attention in Waterfront Park.

But that didn’t dampen the spirits of the bourbon ambassadors who were hosting the meet-and-greet. For them it was about promoting their brands, of course, but also about promoting the importance of the bluegrass state as the producer of bourbon.

“What we’re trying to do is … focus on Kentucky,” said Mark Coffman, master distiller for Town Branch Distillery. “This is a product made in Kentucky and we want it to stay within Kentucky.”

He referenced an oft-quoted bourbon statistic and added a dig: “Ninety-five percent of bourbon is made in Kentucky. (And) ... you can tell the 5 percent that’s not.”

Town Branch is operated by Alltech Lexington Distilling and Brewing Co., which also produces a line of Kentucky Ale beer products.

Forecastle organizers have made Kentucky’s signature product a key part of the weekend experience.

Beyond marketing their own companies, the distillers feel an obligation to stand up for the product.

“We feel like … we owe it to the state of Kentucky because we are a Kentucky brand,” said Willie Pratt, master distiller from Mitchter’s Distillery LLC, which is planning small-batch distillery on West Main Street in Louisville. “It’s good for us, good for Kentucky and good for the brand.”

Pamela Heilmann, distiller and vice president of production at Michter’s, add the company also wants to support the city and the festival.

The sense of solidarity between the bourbon makers was as strong and obvious as the fumes you’d encounter on a distillery tour, though there were differing thoughts on the reasons for promoting their products at a music festival.

Coffman said having a presence at Forecastle exposes the brand to a new audience, while Pratt believes fans are seeking out the brands.

“Oddly enough, you really don’t have to promote (bourbon)” to the Forecastle crowd, Pratt said. “The crowd is coming to you now. The interest in bourbon now is tremendous.”

With all of the attention on bourbon, Heilmann said people are growing more curious about it and how it is made.

Coffman said the Forecastle presence gives fans a personal connection to the bourbon brands.

“They like to see you,” he said. “It’s that personal experience that your customers really like to have sometimes.”

And for the rest of the weekend, it’s an experience they can have at a Kentucky summer music festival.